building a digital strategy in 2016 - simon kingsnorth, citi
TRANSCRIPT
BUILDING A DIGITAL STRATEGY IN 2016Simon Kingsnorth
Global Head of Digital Marketing and Digital Marketing Author
@thekingsnorth
OUT NOW
CREATING AN INTEGRATED STRATEGY
Technology
Content
Social
Experience
Mobile
Search
WHERE IS TECHNOLOGY HEADED?
Implants will enter the retail space by 2020
Ambient user experience
Advanced machine learning
Autonomy
Internet of things ecosystem
THIS WILL CHANGE BEHAVIOURS
Driving a car or van61%
Underground, metro, light rail, tram Train
Bus, minibus or coach Taxi
Motorcycle, scooter or moped Driving a car or van
Passenger in a car or van Bicycle
On foot Other method of travel to work
Commute trends in England & WalesONS 2011
HOW DEEP IS YOUR CONTENT STRATEGY?
24 percent of organizations now devote 50 percent or more of their budget to content.
Content requires resource and global content may require 24/7 regional support – you can’t do this well without resource
But you need a consistent voice – consider your brand and writing style together
How much value is your content really creating?
Look for trends you can capitalise on but be authentic – Euro 2016, Brexit, Trump
Proactive and Reactive methods
Consider SEO
Content purpose – fun, informative or action-based
SOCIAL OPPORTUNITIES IN 2016
Don’t write off Instagram, Pinterest and Snapchat
Social is not advertising – don’t shout - watch, listen and respond. 70% of users want a response and 53% want it within an hour
Live streaming video thanks to Periscope and Meerkat
Social ecommerce is expanding all the time – keep up to speed
Data is key. Social signals impact search. Understand your analytics and ensure your social listening tools are in place
EXPERIENCE
Experience is increasingly becoming the differentiator and is where many start-ups are winning. Are you client centric?
Big data and micro data are both key to understanding customers and creating a personalised experience
Human-centred design. ‘Best practise’ is irrelevant. Human nature is what matters
Getting retargeting right will give it a resurgence
WHERE IS MOBILE HEADED
Video on mobile (and elsewhere) continues to grow and become better integrated. Consider vertical video
Augmented reality will begin to become more widespread, especially on mobile devices
Will VR change web experiences again. Could this mean spherical browsing?
Interaction has moved from type to click to touch. We are slowly moving into voice, and gesture is coming up fast. Will thought be far away?
App streaming may begin to change the way apps and devices function
SEARCH
Mobile searches overtook desktop in 2015
Optimise apps for search
Time to make sure your structured data markup is right
Content and engagement remains hugely important
Links remain key – volume and quality – give people a reason to link to you
SEARCHMETRICS RANKING FACTORS
ALIGN AND INTEGRATE YOUR STRATEGY
Digital Marketing HRPR ValuesBrand Strategy
Content
Messaging
Design
Social
SEOSpend
Resource
Technology
Mobile
UX
Analytics
KNOW YOUR ENEMY
Understanding decision making
PRESENTING YOUR STRATEGY
• 6S Framework TM
– Synopsis: Exec summary
– Scene setting: Background, goals
– Story: What are we doing?
– Sums: Financials
– Steps: Action plan with timescales
– Surprise: Be prepared
Thanks for listening
Simon Kingsnorth
@thekingsnorth
SHAMELESS PROMOTION